Take charge of your brand and advertise on cable TV. The right audience, message and frequency can make the difference in growing your business.

1. Take Charge of Your Brand
“Customers are
going to have an
image of your
company and your
product whether or
not you consciously
work to create
one…and that
image is going to
affect their decision
about whether or
not to buy.”
- Sergio Zyman,
former Senior Vice President of Marketing,
Coca Cola USA

2. Three Elements Needed
For Effective Advertising
The Right Audience:
Target the core customers. Do not chase the
extremes.
The Right Message:
Creative/Interesting. Time sensitive. Call to
action.
High Frequency in a Few Places:
Dominate so your media message is not
diluted. Do not spread the money into too
many media “glasses” and dilute frequency.

3. “Results are obtained only by concentration
of resources, especially by concentration of
the scarcest and most valuable resource...”
-- Peter F. Drucker
Concentration Is The Key
To All Economic Success ...

4. Daily Media Consumption
Adults 18+
TV is the dominant media.
It is far easier for an advertiser to reach
the target prospect when time spent
with the media is larger.

5. TV - The Most Powerful
Advertising Medium
• The average viewer watches 16 networks.
• The average viewer watches 140 hours of TV
per month, that’s 4.7 hours per day!
• Cable networks are the main source for
news, sports, and entertainment.
Source:s Seeking Alpha by Davis Freeberg 3/22/07 and MediaPost
News by Joe Mandese, 6/6/08

6. Daily TV Consumption
Source: Council for Research Excellence, Nielsen,
Ball State University, Sequent Partners LLC “Video
Consumer Mapping Study (VCM)” - March 2009
• In Minutes
• By Demographic

7. Most TV Viewers Are
Watching Commercials
• New Video Consumer Mapping research says
86% of viewers remain with live television
commercials
– Consequently, only 14% of viewers change the
channel during commercials
• Most adults are exposed on average to 73
minutes of live TV commercials or other TV
messaging daily
Source: Friedman, Wayne. “Ad Bonanza:
Most Viewers Are Watching
Commercials.” MediaPost. 10 May 2010.
Web. 11 May 2010.
Note: Video Consumer Mapping
research sponsored by the Council for
Research Excellence, conducted
throughout 2008 by researchers from
Ball State University and Sequent
Partners.

8. Market Research
A25-54 Share of Viewers
More people watch cable networks
than broadcast networks.

9. A18-29 A30-49 A50+
Local News 25% 39% 50%
Cable News Networks 35% 36% 41%
Nightly Network News 24% 25% 40%
Talk Radio 12% 16% 17%
Cable News Networks
A Primary Source For News
In Most Media Categories.
Source: Pew Project For Excellence In Journalism The State of the News Media 2009

10. According to Bridge Ratings, since 2001 Radio has
become less important to consumers as Internet
Video grows and TV remains stable.
Bridge Ratings is a research company for the radio industry that tracks listener behavior.
TV: Consistently Most
Important to Consumers

11. 54% of MP3/iPod Users
Have connected & listened in the car regularly
(more than once a week).
Source: Edison Research and Arbitron Ratings “Infinite Dial” National Survey March, 2010
Apple Inc. total sales estimate as of 1/1/10
50 million
iPhones sold
235 million
iPods sold
44% own an
MP3 device
19 million
Sirius/XM
subscribers

12. 98% of Cell Phone Users
Turn the Car Radio
Down or Off.
Source: The Economist 2/18/2010 and Bridge Ratings LLC 1/7/07
Bridge Ratings is a research company for the radio industry that tracks listener behavior.
Radio Loses 50% of Time Spent Listening
To Cell Phone Usage

13. Hello – Goodbye.
GOODBYE.
Yellow Pages directories are projected
to lose $5 billion in annual revenue
over the next five years.
The largest publishers of Yellow Pages
filed for Bankruptcy in 2009. The
prediction is that all printed Yellow
Page directories will not exist in five
years.
Sources: Yellow Pages Dying Off In Ten Years, July 22, 2008-Chris Smith Lead Search Strategist
Borrell and Associates, “Say Goodbye To Yellow Pages” 8/2008
“Economics of Search Marketing” June 2009
Webvisible and Nielsen, reported by Marketing Charts February, 2009
Today 5 times as many people use
search engines on a regular basis
than use the Yellow Pages.
An amazing 63% of consumers and
small business owners turn to the
Internet first for information
about local companies.
HELLO.

14. Springfield News-Leader
Average Paid Circulation
2007 2009
Daily: 55,138 44,365
Sunday: 78,904 69,373
Source: Audit Bureau of Circulations – Newspaper Publisher’s Statement –
Newspaper City Zone (less Educational Programs) 2007 – 2009.
HH coverage is M-Saturday.
Household 29.9% 22.5%
Coverage:

15. Minimal Impact of
DVR on Cable
• 35-40% of commercials are typically not fast
forwarded during playback
– According to minute by minute data from Nielsen
and second-by-second data from TiVo.
• Impact of DVRs on television ratings across
the full day is minimal – only accounts for 6%
of overall television viewing in primetime,
where DVR activity is most prevalent.
– That 6% is heavily skewed toward broadcast
networks, which have about 15% of their viewing
done via playback.
Source: MAGNA Global’s latest update on the state of DVRs and Video On Demand.
Cable Spots, Wednesday, June 17, 2009.

16. OnMedia Reaches 73.8% of
Total Consumer Spending
in the Springfield, DMA
($5.5 Billion Dollars)
Springfield Zone
St. Robert Zone
Nixa/Ozark/Branson West Zone
Branson Zone
OnMedia Zones

17. OnMedia serves 56% of
Households in the cable footprint.
(178,590)
Springfield Zone
St. Robert Zone
Nixa/Ozark/Branson West Zone
Branson Zone
OnMedia Zones
Cable subscriber penetration is an estimate based on Nielsen data and total living units served by
OnMedia - a percentage of total Households reported in the 2000 US Census.

18. Why Buy Cable?
Target the Right Consumers
Cable television targets specific demographic
characteristics and lifestyles which means you can
“zero in” on the customers you want to reach.
Low Cost
Cable television is cost effective by any quantitative
or qualitative measure. Cable network viewership
continues to grow as broadcast network television
declines.
No Waste
92% of retail sales are from customers that reside
within 5 miles of the typical store.

19. SD Local Networks:
HD Local Networks: